PENGARUH DAYA TARIK PESAN IKLAN DAN KREDIBILITAS CELEBRITY ENDORSER IKLAN INDOMIE GORENG DI TELEVISI TERHADAP MINAT BELI (Survei Pelajar SMAN 94 Kalideres Jakarta Barat)

SUGIHANTORO, SUGIHANTORO (2015) PENGARUH DAYA TARIK PESAN IKLAN DAN KREDIBILITAS CELEBRITY ENDORSER IKLAN INDOMIE GORENG DI TELEVISI TERHADAP MINAT BELI (Survei Pelajar SMAN 94 Kalideres Jakarta Barat). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Dalam kegiatan periklanan, daya tarik pesan iklan dan pemilihan endorser sebagai pembawa pesan merupakan salah satu faktor yang penting, karena sangat menentukan efektifitas periklanan. Tujuan penelitian ini adalah untuk mengetahui pengaruh daya tarik pesan iklan dan kredibilitas celebrity endorser Al Ghazali terhadap minat beli Indomie Goreng. Paradigma penelitiannya adalah positivistik dan metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif. Metode analisis datanya adalah regresi linier berganda. Selanjutnya, obyek penelitiannya adalah pelajar SMAN 94 Kalideres Jakarta Barat yang berjumlah 666 pelajar dengan sampel berjumlah 223 yang diambil secara sistematic random sampling. Hasil perhitungan dengan uji t pengaruh daya tarik pesan iklan (X1) terhadap minat beli (Y), diperoleh nilai thitung 6,348 > ttabel 1,970. Uji signifikansi dengan membandingkan nilai probabilitas (p-value) dengan signifikansi 0,05 diperoleh nilai 0,000 lebih kecil dari 0,05 (0,000 < 0,05). Hasil hitung tersebut menunjukkan bahwa variabel daya tarik pesan iklan secara signifikan mempengaruhi minat beli. Perhitungan dengan uji t pada variabel kredibilitas celebrity endorser (X2), diperoleh nilai thitung 3,161 > ttabel 1,970. Nilai probabilitas (p-value) adalah 0,002 lebih kecil dari 0,05 (0,002 < 0,05). Hasil hitung tersebut menunjukkan bahwa variabel kredibilitas celebrity endorser secara signifikan mempengaruhi minat beli. Selanjutnya dengan uji F, nilai Fhitung adalah 61,759 dan nilai Ftabel adalah 3,04 atau 61,759>3,04. Sementara nilai p-value adalah 0,000 lebih kecil dari 0,05 (0,000<0,05), sehingga dinyatakan terdapat pengaruh yang signifikan daya tarik pesan iklan dan kredibilitas celebrity endorser secara simultan terhadap minat beli. Daya tarik pesan iklan berpengaruh positif terhadap minat beli dengan nilai regresi sebesar 0,367 dan kredibilitas celebrity endorser berpengaruh positif terhadap minat beli dengan nilai regresi sebesar 0,092. Besarnya pengaruh berdasarkan nilai koefisien determinasi kedua variabel independen terhadap variabel dependen adalah 0,354 atau 35,4%. Sedangkan sisanya 64,6% dipengaruhi oleh variabel-variabel lain yang tidak dijelaskan dalam penelitian ini. Kata Kunci : Iklan, Kredibilitas Endorser, Minat Beli In advertising activities, the attractiveness of advertising messages and selection of endorsers the messenger as the important factors because they determines the effectiveness of the advertisement. The research aims to determine the effects of the attractiveness of advertising messages and credibility of the celebrity endorser, which in this case is Al Ghazali, upon the desire to buy Indomie Goreng products. The research paradigm is positivistic while for the research method, it employs surveys with a quantitative approach. The data collected were analyzed using multiple linear regression. Furthermore, the research object consisted of students of senior high school 94 Kalideres, West Jakarta, with a total of 666 students, in which 223 of them were taken as sample using a systematic random sampling technique. Results of the calculation using the t-test on the effects of the attractiveness of advertising messages (X1) upon the desire to buy (Y) generate a tcount value by 6.348, which is higher than the ttable (1.970). The test of significance by comparing the probability value (p-value) with the level of significance by 0.05 generates a value by 0.000, which is less than 0.05 (0.000 <0.05). The calculation results suggest that the variable of the attractiveness of advertising messages significantly affects the desire to buy. The calculation using the t-test on the variable of celebrity endorsers’ credibility (X2) generates a tcount value by 3.161, which is higher than the ttable (1.970). The probability value (p-value) is equal to 0.002, which is less than 0.05 (0.002 <0.05). The calculation results suggest that the variable of celebrity endorsers’ credibility significantly affects the desire to buy. Furthermore, the results of the F test generate an Fcount value by 61.759 with an Ftable by 3.04 or 61.759 > 3.04. As for the p-value, it is equal to 0.000 which is less than 0.05 (0.000 <0.05), meaning that both the attractiveness of advertising messages and credibility of celebrity endorsers simultaneously affect the desire to buy. The attractiveness of advertising messages has a positive effect on the desire to buy the regression value by 0.367 and celebrity endorsers’ credibility has a positive effect on the interest to buy against the regression value by 0.092. The magnitude of the effects based on the determination coefficient of both independent variables on the dependent variable is 0.354 or 35.4%. therefore the remaining 64.6%, it is influenced by other variables which are not explained in this research. Keywords: Advertising, Credibility of Endorsers, The Desire to Buy.

Item Type: Thesis (S2)
Call Number CD: CDT-552-15-033
Call Number: TK/52/15/109
NIM/NIDN Creators: 55212120044
Uncontrolled Keywords: Iklan, kredibilitas endorser, minat beli, CORCOM, korporate komunikasi dan komunikasi pemasaran
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Admin Perpus UMB
Date Deposited: 26 Jun 2015 08:57
Last Modified: 23 Jun 2022 04:45
URI: http://repository.mercubuana.ac.id/id/eprint/7497

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